AMERICAN WAVE 2018-07-04T15:57:26+00:00
American Wave Santa Cruz


Adds volume and density to limp or fine hair. Great for putting oomph into blow-dries and hot-tool styling sessions. Creates bouncy and voluptuous looks.


Marries straight and wavy textures to create the sexy, tousled beach waves that are at the forefront of fashion and style. 

American Wave dark hair
American Wave salon Santa Cruz


For resilient and dynamic wave and curl patterns that are fabulous and full. Great for clients who want texture expansion.


Using ionic technology and a natural waving system American Color Wave features a new collection of editorial setting techniques and makes bombshell waves compatible with bombshell blonde, and other dynamic hair color services.

American Wave color salon Santa Cruz

American Wave in Santa Cruz

LV Hair Extensions & Makeup Bar is an American Wave certified salon in Santa Cruz, which means that we have participated in a hands on education program to learn how to do the service correctly.  Don’t be fooled by imitators claiming that their soft wave perm is just like American Wave—it is not.  

We’ve all seen those photos of our mothers rocking big waves back in the day and it looks like soft texture is coming back with a modern twist.

Say hello to the ‘American Wave’.

The American Wave is a revolutionary salon service that creates soft, natural-looking waves and curl patterns for today’s style-conscious client. Whether you want to increase volume, make curls, or add beachy waves—this professional service offers the texture you desire. 

The system uses editorial hair setting techniques for fashionable looks. The ionic waving lotion reduces stress on hair, smooths the cuticle, and encourages natural texture and curl patterns that are tailored to the characteristics of each person.

This service is not like a classic 80s perm—American Wave is edgier, looser, and more relaxed.

It’s also milder as the American Wave solution penetrates the hair shaft gently, without roughing the cuticle or making it swell—which is what old-fashioned perms used to do.

The ionic lotion reduces stress on hair, creating a smoother, shinier cuticle, and makes hair fabulous and full.

Arrojo American Wave is the brainchild of New York-based hair stylist Nick Arrojo, who’s also known for pioneering the haircutting technique of using a razor.

“Rather than seeing every hairstyle as perfectly straight, we promote the graceful elegance and individuality of texture. We created a product to match our vision,” said Nick Arrojo.

American Wave Perm

Among the celebs who have tried the American Wave are actress Emma Stone, while we’ve seen the likes of Saoirse Ronan, Margot Robbie and Jennifer Lawrence rocking shaggy, disheveled hair on the red carpet this season.

Rebecca Reid, writer for Metro News UK says, “The American Wave curls are looser, shaggier and more modern and can be combined with on-trend cuts to give a super chic look which anyone would believe was fully natural.”

Featured in the story, are images from one of our American Wave models at the IBS show, with Rebecca informing her readers “. . . now that curls are trendy again, the perm has earned an escape from sartorial prison. It’s back, and it’s very different from the original.”

After care is essential. We carry the American Wave product line to that has a sulfate-free shampoo and an assortment of styling products to keep your curls looking healthy and as frizz-free as possible.

Clients with all hair types are eligible for American Wave. American Wave is not suitable for bleached hair, or heavily highlighted hair. American Color Wave is compatible with almost all hair colors, however, a consultation is recommended for anyone with heavily lightened hair.

Price  $325 and up

For more information, or to book an appointment call 831-429-6600.